The company plans to conquer the region in phases.
New Delhi: Mukesh Ambani is known for making big, calculated strides in the market for a particular product. After making a splash and disrupting the soft drink vertical in India, he is taking Reliance Industries’ latest product, Campa Cola, to West Asia and Africa.
With the export scene looking much rewarding, they are marking a foray into the export market with Campa Cola, which means taking the two veteran giants of the game, Coca-Cola and PepsiCo among other big players head-on with low pricing strategy and attractive trade margins.
Going by the reports, the early shipments from India have already reached retail stores in Bahrain. Now, the company plans to reach Oman and Saudi Arabia in phases and aims to gradually upgrade its availability in the entire region before the summer season, says a report.
Reliance seeks to capitalise on a wave of anti-American sentiment in West Asia as reports suggest that calls to boycott American products, driven by American support for Israel in the Gaza conflict, have hurt the sales of Coca-Cola and PepsiCo in the region. Local consumers are increasingly turning to alternative brands, creating a favourable environment for Campa Cola.
Reliance is also exploring partnerships to establish local bottling facilities in key markets such as Saudi Arabia and the UAE. For now, the company will rely on imports from India. A local bottling base could further facilitate Campa Cola’s entry into Africa, given the geographic advantage.
Reliance’s FMCG and retail divisions head Isha Ambani had announced plans to expand Campa Cola’s reach to international markets during the 2023 annual general meeting (AGM).
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